Imagine Entertainment and MACRO Partner With Eli Lilly to Bolster Film and TV Representation of Health Conditions

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Based on findings from a USC Annenberg study showing insufficient portrayal of individuals with health issues in movies and TV shows, Eli Lilly is teaming up with notable content producers and film studios, Imagine Entertainment and MACRO, to spearhead industry-wide transformation and educate the entertainment world on authentic and truthful depiction of diseases. The aim of this change in representation is to lessen the public’s negative perception towards various health conditions.

Although countless Americans grapple with various health conditions on a daily basis, the research revealed that such diseases are scarcely represented in the content. Even when they are depicted, the portrayal is frequently distorted and seldom mirrors the genuine patient journey.

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While many Americans struggle with numerous health issues, the study unveiled that these conditions are rarely addressed within the content. When they do appear, their representation is often inaccurate, providing a skewed perspective of the real-life experiences of patients.

A study revealed that just 2.8% of speaking characters in top TV shows and movies for 2023 mirror the obesity rate among Americans (37%), suggesting a significant disparity. Out of these few characters with obesity, nearly half were depicted as unappealing, and they seldom had complex roles. A mere 4.6% held high-profile jobs such as neurosurgeons or police chiefs, while 18.4% were portrayed as jobless. The representation of cancer in media tends to emphasize fear and sadness, neglecting the real-life survival rates and medical advancements.

Eli Lilly, as advised by UTA’s Entertainment Marketing Division, will receive guidance on implementing actions based on the results of the study.

At Imagine Entertainment, we’re dedicated to sharing stories that encompass the entire range of human life, and Dr. Smith’s USC Annenberg study findings are enlightening and will guide us as we strive to enhance the portrayal of authentic, diverse health conditions on-screen in the film and television sector, according to Amanda Farrand, Imagine Entertainment’s Executive Vice President of Business and Brand Development.

MACRO’s core focus lies in storytelling that embraces diversity, as stated by Chief Brand Officer Stacey Walker King. We strive to amplify underrepresented viewpoints and are thrilled to be part of transforming the portrayal of illness in media. This way, individuals from various ethnic backgrounds can find their stories mirrored authentically and respectfully represented.

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2025-02-27 21:20